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| Acknowledgments | |
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| About the Case Writers' Workshop and the Development of this Book | |
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| Readings | |
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| Solving Marketing Problems with an Integrated Process | |
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| What is a Brand (And Why Does it Matter?) | |
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| Customer Relationship Management | |
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| Creative Strategy in Integrated Marketing Communications | |
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| An Introduction to Database Marketing | |
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| Media Planning: The Business End of Advertising | |
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| The Economics of Database Marketing | |
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| Search Engine Optimization | |
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| Business-to-Business Marketing | |
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| Business-to-Business Lead Generation | |
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| Consumer Privacy: Knowing Your Customers Without Really "Knowing" Them | |
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| Multichannel Marketing | |
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| History Matters: International Direct Marketing 30 Years On | |
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| Multicultural Marketing in the U.S | |
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| Contact and Call Centers | |
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| Marketing Upgrade: Using Web 2.0 to Connect, Build, and Sell | |
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| Mobile Marketing and the Mobile Decade to Come | |
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| DRTV and Integrated Marketing | |
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| Cases | |
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| Allstate Insurance: Building Relationships through Email Campaigns | |
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| American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign | |
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| American Standard | |
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| Amtrak: A Communications Planning Challenge | |
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| Direct Mail Marketing at the Art Institute of Chicago | |
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| The Chicago Girl Scouts | |
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| Coldwell Banker-Virginia Beach | |
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| Domino's Pizza: Growing Sales With Technology | |
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| H�agen-Dazs� Loves Honey Bees | |
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| Hallmark Gold Crown Card Program: Member Relations Challenges in a Relationship Industry | |
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| ING Direct Caf�s | |
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| J. Jill: Transforming the Customer Experience | |
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| Kiln Creek Golf Club & Resort: On Par for an Integrated Marketing Communications Campaign to Acquire New Members | |
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| Lane Bryant | |
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| Scratch-off Summer Games at Lettuce Entertain You in Chicago | |
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| McDonald Garden Center | |
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| Nonna's Italian Restaurant | |
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| Peninsula Society for the Prevention of Cruelty to Animals (PSPCA) | |
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| Primetime Developmental Playthings | |
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| The Red Bell | |
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| Saint Laurie Merchant Tailors | |
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| Powered By SRAM | |
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| Home Equity Loans in Texas: The Wells Fargo Experience | |
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| Index | |